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首页> 外文会议>Proceedings of 2010 international conference on regional management science and engineering >Approaches on Construction Strategies of Psychological Contract Based on Internal Marketing
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Approaches on Construction Strategies of Psychological Contract Based on Internal Marketing

机译：基于内部营销的心理契约构建策略探讨

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摘要

The construction of psychological contract plays a significant role in the management of labor relations. This paper proposes a new approach of the construction of psychological contract which is easy to realize by the use of theory of internal marketing. Because of the same core target and similar expectation modes between both of them, labor relations are managed through both internal marketing and psychological contract, which complement each other. The theory of internal marketing provides some methods and approaches for psychological contract, and psychological contract does the guarantee for the smooth implementation of internal marketing. According to the analysis of segmentation procedures and position procedures in internal marketing, staffs variant needs can get known more clearly. For the purposes of satisfying staff's needs in their organization, enhancing their loyalty to their organization and realizing trade, relation and selfimprovement dimensions in psychological contract, this paper designs some work products in the organization which regard salaries, relations and career planning as the core respectively. In addition, the strategy of promoting, distributing and pricing in internal marketing reflect fixing and distribution of salary, construction of communication platform, and training and encouragement to staff respectively. As a result of the three strategies above, staff's psychological contract to their organization can be enhanced.
机译：心理契约的建立在劳动关系管理中起着重要作用。本文提出了一种新的心理契约构建方法，该方法易于通过内部市场营销理论来实现。由于两者的核心目标相同且期望模式相似，因此劳资关系通过内部市场营销和心理契约来管理，两者相互补充。内部营销理论为心理契约提供了一些方法和途径，心理契约为内部营销的顺利实施提供了保证。通过对内部营销中的细分程序和职位程序的分析，可以更清楚地了解员工的各种需求。为了满足员工对组织的需求，增强员工对组织的忠诚度，并实现心理契约中的贸易，关系和自我完善维度，本文设计了一些以工资，关系和职业规划为核心的工作产品。此外，内部市场的促销，分配和定价策略分别反映了工资的确定和分配，沟通平台的建设以及对员工的培训和鼓励。通过上述三种策略，可以增强员工对其组织的心理契约。

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